Products & Services - Directional Media Print  this page.

It is the marketing or advertising resource that connects local businesses with local consumers at the exact time they are ready to make a purchase.

Since Yellow Pages directories are used when consumers are already shopping, every reference is relevant. This directional nature of the medium contrasts with most creative media, which focus on building awareness and tend to be intrusive and interruptive.

Directional media includes:

Yellow Pages

White Pages

Online Yellow Pages

Vertical directories - provide structured content for a niche category, such as travel, real estate or home improvement.

Interactive local search

R.H. Donnelley and Online, Local Search

RHD strives to provide the highest-quality products in the directional media industry.

When Reuben H. Donnelley created the first telephone directory in Chicago in 1886, he set the standard for producing the quintessential resource against which all other print directories are measured.

Today, print Yellow Pages usage remains strong. Internet and wireless search provide new and exciting growth opportunities to extend the reach of advertisers' messages to more consumers than ever before. And the rapidly changing telephony environment presents potential opportunities to further consolidate telephone company Yellow Pages operations.

Did you know?1

Nearly one out of four customers comes from the Yellow Pages.

Since 1985, 50 percent of the population uses the Yellow Pages at least once a week.

Eighty-eight percent of Yellow Pages users make or intend to make a purchase.

Yellow Pages users spend 25 percent more than the average customer.

Fifty-four percent of Yellow Pages users will be new customers for your business.

There are two types of Yellow Pages users:

Those who ARE familiar with a business:   Those who ARE NOT familiar with a business:
Recommendation or word-of-mouth   Newcomers
Advertising   Emergencies
Solicitation   Dissatisfied customers
Walk-in or drive-by   Infrequent buyers
Past experience with your business   Comparison shoppers
  Travelers

The Yellow Pages help businesses do more business by reaching a wider potential customer base.

To learn more about how small businesses can advertise with R.H. Donnelley in either the EMBARQ Yellow Pages™ or the AT&T Yellow Pages in Illinois and Northwest Indiana.

1 Source: CRM Associates 2005